The Application Research Of Mobile Media Of Viral Marketing

Media technology's transformation has brought the revolution of human communication while the revolution of human communication led and affected the change of marketing communication mode directly. Viral marketing is a highly effective marketing communication mode, which is born and obtaining rapid development after the appearance of network media; its embryonic form is the America's "basket of marketing" theory before 50 years ago. With the development of wireless communications technology, mobile undertakes twofold tasks gradually of which one is the correspondence function and another is the mass media dissemination function. Marketing Communication thus entered a brand new era of communication——migration marketing time.Mobile becomes one kind of mass media that has brought to viral marketing broader application platform and the more remarkable application value compared with the network media time. Different with the network viral marketing, Mobile media is widely applied in viral marketing, causing the viral marketing to present the new rule, the new characteristic and the new skill.This paper utilizes research techniques such as case study, explanation description, content analysis, pattern. After massive consulting viral marketing and mobile media related books, s, this paper first obtains by the viral marketing's concept with typical case. Then analyzes the influence of new marketing communication environment to the viral marketing and Inquires into the viral marketing each kind of understanding erroneous zone based on the network dependent research of viral marketing .This paper derives the mobile's huge application value and the application potential in the viral marketing. Finally, the article focuses on application pattern and the countermeasure of mobile media viral marketing.The article's main innovation lies in three areas: First is expanding the viral marketing research field of vision from the network media platform to the mobile media platform, second is proposing mobile media viral marketing communication pattern through unifying the viral marketing characteristic, the last is embarking the mobile viral marketing application countermeasure and the skill target-oriented from the application proposes.